E-Commerce in India –Consumer Buying Behaviour and Growth Trends an Exploratory Study
With the advent of e-commerce, the Indian retail market has witnessed a revolution post 2000.With world’s second largest mobile phone user base and third largest internet connections base with around 100 million broadband subscriber base, the ecommerce scene is redefining and reshaping how businesses are conducted today. With the augmentation of internet, the virtual retailer’s new retail format has emerged and obligated the existing retailers to consider retailing’s e-tailing model. With favored demographics such as a fairly young population, rising income levels, access to latest technology, a plethora of young entrepreneurs and a huge market potential is giving a boost to the “Brick to click to mobile” growth story. The paper analyses and elucidates the current market perspective, ecosystem, investment scenario and operational challenges on the ecommerce trends in India and the fast changing consumer preferences driving it.
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